Research on brand differentiation strategies that can be implemented for e-commerce transformation - Using PDD as a case study

Abstract

In order to promote the transformation of China’s e-commerce industry, this study proposes a feasible strategy for brand differentiation based on the current status of China’s e-commerce, which is transitioning from high-speed growth to high-quality development. Under the guidance of a brand differentiation strategy, a brand differentiation strategy design system is constructed through case summaries and development analysis of PDD. Based on the theory of brand differentiation, this enables PDD to emerge as a leading company in a saturated and competitive market. When the market is highly homogenized, showcasing unique brand characteristics and differentiated features is the key to success. Through the theory of brand differentiation, combined with PDD’s brand development journey and differentiation strategy, we can identify the unique characteristics of the brand. This provides innovative ideas and serves as a reference for the transformation of China’s e-commerce.